Integrated

Immortal Football Fans

After an amazing week off I’m catching up to what happened in Cannes and found this brilliant Gran Prix winning activation.

I think it’s a superb activation, not much of what comes out of ad agencies saves lives.

Creepiest Pizza Mascott Ever?

So there’s this pizza company in the US called Mellow Mushroom Pizza. If you follow them on Twitter they’ll follow you back, what they won’t tell you is that their mascot might follow you as well…

I think this is a funny ad; I dig that freakish mascot and its perverted psycho smile. But do I think anyone should advertise just to get more twitter followers? Sure you’ll get brand recognition and some love for the great ad. But with two calls to actions in one ad, should the first one really be follow us on twitter and we’ll follow you back? Then directly followed by “go to our website for X and X”. Couldn’t they have started the ad with follow us on twitter and we’ll follow you back?

I do think it’s better as it is now. An unexpected ending is always a big kicker and I always get a great feeling when and ending surprises me.

Brain Freeze time!

The people at Leo Burnett Melbourne have created some great advertising for 7-Eleven and their Slurpee over the last few years. Here come a few of them.

Bring Your Own Cup Day

I think that giving stuff away for free is the lamest marketing trick in the book. So if you want to do that, you have to make it special. Like they did here. For this campaign it was about creativity. And they didn’t give things away for free, just cheap (depending on the “cup” you brought). To me the creativity is the nicest touch to this campaign. Smart and funny people could actually pull off really fun things. It was the type of ideas that would normally start with: I wish I could/If only/Why can’t I… etc. For many, this was a dream scenario come true. It would’ve been for me as well, and I’m not even a Slurpee fan.

Official Sport of Slurping
So you’ve gone and made yourself a national holiday (of sorts) for your brand. What more can you do? You could get the devouring of your product classified as a sport. That’s what Leo Burnett and Slurpee had done before they created the BYOC-day.

Check out the case video at Leo Burnett’s website.
(Can’t find the video anywhere embedable)

You can check out the Facebook page for the campaign. Sadly the project seems to have been abandoned after succeeding to make it a sport. The website is down and the Facebook page is dead.

The Big Slurpee
Apparently Australians like to visit big things during their vacations. They’re some kind of national symbols, weird monuments of everything from ostriches to bananas. I don’t know how big of an impact they actually have on national culture. But who wouldn’t want to create one? And what company wouldn’t want a giant replica of their product? A replica that people could visit, a tourist attraction that they’d take pictures of and share with friends – for a long time in the future. I think that’s a great enough reason to create an 11 meter high Slurpee.

Now… how do I bring this to BYO cup day?

Check out the case study here.

Facebook likes might not say much. No one knows how much they’re worth, and I don’t think anyone ever will. Still it’s very impressive to rack up over 300’000 likes in a country with 21 million inhabitants, especially if you’re a brand within a brand (7-Eleven in this case). But with advertising like this no one is wondering how it happened.

It’s time for Droga5 to show you why I love them.

Mel the Milkbite

I’m starting out with a campaign that I love. It’s cute and funny. But it’s also a smart way of marketing the product.

This spot was bashed for racism. I understand why people found it racist, but I can’t really agree. You can read a lot into this commercial if you’d like to. How deep racism still runs in the world – some still won’t date people with another ethnicity.

But does that make the ad racist? Definitely not. It takes the issue of being a mix, or not knowing who you really are, and puts it in another perspective. That’s not racist, there’s nothing here that says that X is better than Y. It just says that she’s only into X, until she actually meets the X+Y combination.

You might say that it simplifies a big issue and mocks it. I say: what’s wrong with bringing these issues out into the light? Especially when a big corporation pays for it. I’m sure this ad actually started conversations about Internet dating and prejudice. A commercial did that. That’s a very good thing!

Decode Jay-Z

This is probably Droga5’s most famous campaign. It won too many awards to name them all but the list includes: a golden Cannes Lion in Direct, one Grand Prix in Outdoor and another in Integrated, a One Show Gold in Outdoor.

The campaign wasn’t the first to use this technology. But it’s the biggest integrated campaign ever. It’s spread out over the world, not in a single city or even a country, the world.

But what makes this campaign so freaking cool is the media buys: pool table mats, fast food soda cups, luxury jacket linings etc. This was an expensive campaign no doubt, but it’s also cool to see a global brand like Microsoft spend their money on it. No doubt was this a gamble, but they really went all in. Thank you for that. Now all we want are global brands doing the same thing.

The above campaigns were both from the New York office, so lets take a look down under. The following two campaigns were made by Droga5’s Sydney office.

Facebook intervention

Many Facebook campaigns are just about likes. Some campaigns have taken it further, like take this lollipop. But that can get a bit scary. So how do you use the same technology but for something fun? And how do you make people connect to each other with it instead of themselves.


Case study here (couldn’t be embeded).

This is what you do when your friends become total Facebook posers. You give them an intervention. I think it’ll be hard to see how many beers this campaign actually sold. But in the long run this is the kind of ad that’ll make people like your brand. Few things are as powerful for marketing as people actually liking your brand.

The strongest and most loved brands don’t have to fight their battles and try to get likes. People will do it for them, and if your product isn’t good or different enough this is one of the ways to earn that love. Fun, integrated campaigns that fit your target group perfectly. A beer brand spoofed young men on the Internet = perfect match.

Raise a glass

This is another campaign for the beer brand VB. But if you’re not a total cynical you’ll have to press the tears back rather than laugh.

I am a bit of a cynical and I don’t like brands to free ride on people’s deaths. But I don’t think this does. The campaign is focused on remembering lost soldiers. Honoring them with a raised glass, and gathered money for the ones left behind. It’s a lovable campaign and the greatest part is that it’ll be permanent.

Raise a glass shows that brands can do great things. They’re not all evil corporations. Even if VB makes money on this I don’t think that’s their main reason. If it were, it wouldn’t have worked as great as it did.

Thank you Try.

When Try created this campaign for Solo it was nothing but a strike of genius. It was the most awarded of all campaigns at Eurobest. After watching it you’ll know why. But I’ll prepare you anyway; it ties together different media and a country on the other side of the world with one great insight.

This is modern advertising at it’s finest. I can’t wait to get out to my internship (or my future work place) and start doing campaigns like this. Not only is this campaign great, but Try from Norway have done more great stuff.

I blogged earlier about their what’s the worst that could happen, it’s kind of a rip off. But if you do a good one, as they did, I don’t see the problem.

But Try also did this super cool Volkswagen campaign for the new BlueMotion system. This won a Silver at Epica, it’s not as good as the Solo one, because the insight isn’t as powerful. Solo had the 15 seconds of fame and the, almost mythological, view we have of the US in the Scandinavian countries. If something from Sweden (or Norway in this case) goes great in the US, it’s something to be proud of.

Please try just keep it up. You’re doing amazing work and anyone should be happy to be involved with you. If you were my agency I’d be scared. How can a client stand up for what they think against the stuff you’ve created and the obvious skills you have when it comes to making the right campaign decisions? But as long as you and your client can battle it out for greater results Sweden will have to watch out, we have a hungry neighbor who’s on the rise.